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A new study revealed the racial pay gap between BIPOC and Black influencers compared to White influencers.

Dec 14 2021

A new study revealed the racial pay gap between BIPOC and Black influencers compared to White influencers. Following the Black Lives Matter protests last summer, we told you about the ways young people were speaking out against racial pay disparities across various industries. According to MSL and The Influencer League’s “Time to Face the Influencer Pay Gap” report—which tapped into more than 400 influencers in the U.S. and looked at the issues of annual income, size of followings, and the amount of money influencers were offered for deals—the pay gap between BIPOC and White influencers is 29%, while the margin is widened to 35% between Black and White influencers. Seventy-seven percent of Black influencers fall into the “nano” or “micro” influencers category because they have less than 50,000 followers, while 59% of White influencers fall into that category—and the average yearly pay for nano and micro influencers is about $27,000. Black influencers make up a “significant portion” of the micro and nano influencer tier, but only 23% are considered part of the “macro” influencer sphere, while 41% of White influencers are in the macro category—and average annual earnings for macro influencers are upward of $100,000. Nearly half of Black influencers report that their race contributes to marketing offers that “are below market value,” while 59% say talking about issues of race negatively affected their incomes—but only 14% of White influencers cited the same. According to researchers, the influencer marketing industry can become “more equitable” through bridging the pay gap with initiatives like sponsorships and education, boosting pay transparency, and advocating for creators of color to help restructure marketing. (Adweek)